Beauty and elegance: value co-creation in cosmetic surgery tourism
Journal article
Majeed, Salman, Zhou, Zhimin and Ramkissoon, Haywantee 2020. Beauty and elegance: value co-creation in cosmetic surgery tourism. SAGE OPEN. 10 (2), p. 215824402093253. https://doi.org/10.1177/2158244020932538
| Authors | Majeed, Salman, Zhou, Zhimin and Ramkissoon, Haywantee |
|---|---|
| Abstract | This study presents an emerging trend in medical tourism, cosmetic surgery tourism (CST). We explore tourists’ perceptions of CST for medical service quality as an antecedent to tourists’ emotional attachment, trust, and intentions to visit, which is underexplored in CST. This study examines the mediating role of value co-creation in influencing behaviors of CST-seeking tourists to experience a better quality of life. Using a sample drawn from 279 tourists, comprised of Australian, Japanese, and Chinese nationalities at two international airports in China, findings show that perceived medical service quality positively influences tourists’ emotional attachment, trust, and intentions to visit directly and through the mediating role of value co-creation across the three nationalities. CST-seeking tourists’ inputs in value co-creation may positively influence their behaviors, which are vital antecedents to promoting CST business. Implications for future research are discussed. |
| Keywords | Cosmetic surgery tourism; medical tourism; tourist perception; value co-creation; well being; emotional attachment; trust; intentions to visit; tourism marketing |
| Year | 2020 |
| Journal | SAGE OPEN |
| Journal citation | 10 (2), p. 215824402093253 |
| Publisher | SAGE Publications |
| ISSN | 2158-2440 |
| Digital Object Identifier (DOI) | https://doi.org/10.1177/2158244020932538 |
| Web address (URL) | http://hdl.handle.net/10545/624979 |
| https://creativecommons.org/licenses/by/4.0/ | |
| hdl:10545/624979 | |
| Publication dates | 16 Jun 2020 |
| Publication process dates | |
| Deposited | 10 Jul 2020, 14:28 |
| Accepted | 2020 |
| Contributors | University of Derby, UiT, The Arctic University of Norway and University of Johannesburg, South Africa |
| File | File Access Level Open |
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